Starbucks is removing its controversial olive oil-based drinks from its menu, less than a year after their launch. nationwide debut.

The programming of “OleatoThe drinks will be eliminated from Starbucks’ menus in the United States and Canada starting in early November, part of the chain’s broader plans to simplify a menu that newly appointed CEO Brian Niccol recently described as “too complex”», According to a source close to the company’s plans. However, the decision to remove the drinks was made before Niccol arrived, the source added.

The reversal comes after an explosive drinks launch. “This is one of the most important launches we’ve had in decades,” said Brady Brewer, former Starbucks chief marketing officer. told CNN in February 2023. “Rather than a flavor or a product, it’s really a platform. »

Oleato is the fruit of former CEO Howard Schultzwho had the idea after meeting an olive oil producer who introduced him to the practice of consuming a tablespoon of olive oil every day. Schultz picked up the habit himself and wondered if he could combine it with his daily coffee routine. He then asked Starbucks’ beverage team to see if they could make it happen.

The result was a line of drinks that received largely negative reactions from the media and consumers.

Two critics posted a video titled “We Tried Starbucks Olive Oil Coffee Drinks and We Seriously Regret It.” Others had mixed feelings but concluded that the drinks were more like a stunt — something worth trying but not necessarily worth returning for.

Meanwhile, some even complained that the drinks triggered painful stomach problems.

The drinks debuted in Italy in early 2023 before migrate to more US cities a few months later. A launch in the United States and Canada took place in January 2024. The Oleato menu consists of two drinks: an oat milk latte infused with extra virgin olive oil; and an iced shaken espresso with caramel nuts and golden mousse, which is a sweetened vanilla crema infused with extra virgin olive oil in a cold foam.

Schultz was enthusiastic about the launch, and it was one of his highest-profile projects before leaving office. Ancient CEO Laxman Narasimhan claimed the drinks had been “greatly successful” and called them “one of the top five product launches in the last five years in terms of brand awareness and enthusiasm.”

Narasimhan was released in August and replaced by Nicolwho was talk about his projects to simplify Starbucks’ menu amid lagging sales.

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